Check out 11 campaigns aimed at women that bring important reflections – WAU
Women’s empowerment is an increasingly important issue. The feminist struggle and its claim for women’s rights, the end of violence against women and parity between the sexes is increasingly perceived and valued socially. Like all social dialogues and trends, this is also an explored and […]
Women’s empowerment is an increasingly important issue. The feminist struggle and its claim for women’s rights, the end of violence against women and parity between the sexes is increasingly perceived and valued socially.
Like all social dialogues and trends, this is also an explored theme that is being used more in advertising campaigns.
In fact, a report by Facebook showed that female empowerment will be one of the main themes of online discussions in 2018. And it makes a lot of sense that companies are also part of these discussions, right?
And many brands have already understood that, in order to dialogue with the public and position themselves consciously today, they need to be aware of this trend!
On International Women’s Day, this becomes even more evident. Many companies want to pay tributes or campaigns geared towards that date. But you need to be very careful in your planning.
International Women’s Day is not a holiday.
He was chosen historically to celebrate women, represent the struggle and feminist demands and promote reflections on issues of gender inequality.
It goes far beyond giving a flower and has nothing to do with valuing “feminine delicacy”.
Your company must really want to promote a relevant action on the date. But that is not enough. You and your team must share these values, act in accordance with them and think about the whole image of your brand.
Don’t use stereotypes and don’t think about sales. Focus on really making a positive impact with your action.
If you want to understand more about marketing to women I highly recommend reading this content.
Do you want good examples of incredible campaigns based on female empowerment? See the 11 best campaigns of recent times and how brands used messages in a positive and impactful way:
1. Reposter – Skol
Skol has been repositioning its market image for some time when it comes to issues related to human rights. In this campaign, the brand did just that in relation to women.
Like most – not to say all – beer brands, Skol always used the image of women in a subdued, half-naked way and serving in their advertisements.
The brand starts the video by stating: “The world has evolved and so has Skol. It doesn’t represent us anymore. ”
It was with this proposal that 6 illustrators were invited to recreate old posters of the brand from the empowerment of women, with the proposal to rethink their campaigns and dialogue with the public in a better way. Check out:
2. The Autocomplete Truth
This campaign, carried out by the United Nations, begins by recapitulating some remarkable episodes in the history of feminism, pointing out conquests for rights, significant events and that represented conquests for women.
The final message of the video begins to be typed on the Google search engine, with the words “women should”. However, the suggestions provided by the search engine (which are based on the searches most performed by users) show discouraging results:
- women should stay home
- women should be slaves
- women should stay in the kitchen
- women should not be able to speak at church
By pointing out these results, the campaign ends its search with “women should be seen as equal today”.
3. More Women – ELLE UK
A simple and effective campaign prepared by Elle magazine from the United Kingdom shows, through the clipping of official images, the lack of women in leadership roles in different sectors, proposing that a greater female representation in these spaces is necessary.
4. Like a Girl – Always
Always invited some people to stand in front of the camera and respond to commands. What they had in common was that they had the complement “as a girl” at the end.
The question was initially asked of some women and men. Upon hearing commands like “run like a girl” or “fight like a girl”, they simulated awkward and delicate movements.
The same commands were given to the girls. They then simulated running, fighting and other actions in a normal way.
When asked what “as a girl” meant, many were confused. After all, what should that mean?
The message of the video is that humiliating a person by comparing them to a girl is a devaluation of women. Women can do whatever they want, whether it’s fighting, running or throwing a ball, for example. Check the message:
5. Girls Can – CoverGirl
The CoverGirl campaign, a major American cosmetics brand, was created in 2014. In the video, personalities like Queen Latifah, Ellen Degeneres and Pink appear speaking phrases they have heard about not being able to do something because they are women, such as “Women cannot sing ”.
Then they show how it is a lie and that, even though it is difficult, women can (girls can) do what they want to do.
6. No Rights. No Women
This is an incredible example of how an online campaign and reality have mixed together in a positive way.
A feminist organization invited Leo Burnett – a renowned advertising agency – to organize some action on the topic.
They made a very different cut. In Lebanon, women were denied a number of rights, were considered half-citizens and the law did not protect them in many cases.
With that in mind, the agency proposed a movement for women to “become men” to claim equal rights. Women around the world started using mustaches in their profile pictures and changing their gender to “male” on Facebook.
When the buzz was installed, the reason was explained. Thus, the agenda of Lebanese women began to be dealt with worldwide, including by major media outlets, which culminated in changes in the law by the Lebanese government. Check out the full story:
7. Real Beauty – Dove
In this campaign, Dove wanted to show how the female self-image – greatly affected by society’s high demand – is distorted and harms self-esteem.
For this, she invited a forensic scientist to draw the sketch of several women without seeing them before. Only, first, he would draw the portrait from the woman’s speech about herself, and then another portrait when another woman spoke of the first.
The results show how self-collection makes women see themselves in a negative way, while people see them in a positive way. Check out:
8. Princess Machine – Goldie Box
The toy brand Goldie Box, which proposes a new line of toys “for girls”, does this in a very fun way.
The video starts with some bored girls watching an advertisement for a toy for girls princesses on TV. They then start to play and, with several toys considered for girls, build a large structure that works in a reactive form of chain to, in the end, change the TV channel.
9. Make What’s Next – Microsoft
Microsoft did a different recruiting action and was targeted specifically at women.
The video features stories of girls who like technology and science and tell their ambitions, how to find a cure against breast cancer or solve the problems of climate change. Microsoft created a stimulating environment for them to express that desire.
However, a pessimistic statistic is presented for them: only 6.7% of women graduate with a degree in science, technology, engineering or mathematics. That is, the chances of them being the ones to solve this problem are small.
But they show that they want to change that. Watch the campaign:
10. It’s for me! – Who said Berenice
“Women’s lives have not too many.” It is with this phrase that Quem Quem Berenice proposes that women say “no” to the “no” they hear.
Thus, several characters in the video cross out the “no” of phrases like “Makeup is not for me” and “Paying the bills is not for me”.
In a light, relaxed and with very different women (which shows the brand’s concern with representativeness) we are invited to reflect on women’s empowerment. Check out:
11. Woman Interrupted – Woman Interrupted App
The “Woman Interrupted” application has already been created with a very clear proposal within the feminist agenda: it identifies, through the recording of conversations, how many times a woman has had her speech interrupted by a man.
Women are oppressed every day and this can be seen in many ways. One of them is the so-called “keep interrupting” which, in translation into London, means male interruption.
The app’s launch campaign shows how common it is, from TV shows to political debates, and proposes that women should have their own voices.
And do you know any more examples of how a brand has valued women through its campaigns? Tell us in the comments!